This week Starbucks unveiled a new logo in honor of its 40th anniversary. Of course, swarms of passionate frappucistas took to the internets in protest, posting such scathing indictments and moving appeals for a return to tradition as this, from one “sagwilson” on the company’s website:
I am not excited about the new logo. The new logo has to have STARBUCKS on it. It is not the same without the name :(
Not surprisingly, infighting occurred between supporters and insurgents. And as references to other iconic logos came into play, arguments became increasingly more rounded and astute:
trewblue
16 hours ago (4:46 PM)
In reply to: queenbee1472I would be willing to bet that you are wrong- many of us call it the “swoosh”- and not Jordan’s! My sisters name is Jordan and I don’t call them that!
Touche.
As brands increase their presence in online spaces and embrace crowdsourcing bs, consumer loyalty is morphing increasingly into consumer entitlement. Starbucks junkies are certainly hoping for, if not expecting, a Gap-like about-face by corporate, though I don’t see it happening this time. For all the ventis, these loudmouth customers don’t seem to have the oomph required.
Alexandra Petri points out on the washingtonpost.com “that worrying about Starbucks’ logo change is sort of a first-world problem — like accidentally buying too many colanders…”
She continues:
I love McDonalds’s coffee, but I often find myself wishing it were slightly more expensive and tasted less agreeable. It’s not quite the same.
“Can you yell something at me that sounds kind of Italian?” I meekly inquire of the non-barista. “And could you possibly play some songs by an artist who is indie, but not too indie, and whose voice sounds as though it needs oiling?” “No,” she responds. “Can you at least get several aspiring novelists to hiss at me over their laptops whenever I approach a table?” I suggest. “Or just say ‘triple grande no-whip chai doppio latte with a shot of almond’ like you understand what any of those words mean!” “That sounds like something Hamlet would say to Polonius as proof that he had lost control of his faculties,” this hypothetical McDonalds employee responds.
To which our friend trewblue might reply, “My brothers name is Polonius and I hate almond!”
I know I’ve been delinquent this week. And that this ought to be a Google Game. But this is worth it, I promise.
My brother sent me a 
No Happy Medium 